This book employs a Critical Discourse Studies (CDS) framework to
examine cycling mobility, marking a new turn in ecolinguistic discourse
analysis. The author focuses specifically on environment-related
arguments concerning the promotion of higher levels of cycling, mainly
as a means of transport, and investigates the "US vs. "THEM" narratives
present in many discourses about road users. Analysing newspaper
articles, institutional documents and spoken interviews, the author
searches for a positive new discourse that would inspire and encourage
cycling as a habitual means of transport, rather than simply exposing
ecologically destructive discourse. The book will be of interest to
scholars of discourse and ecolinguistics, as well as contributing to the
lively debate about how to increase cycling in fields such as
sustainability, sociology, transport planning and management.